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I think it depends on the individual cologne and how it reacts to your body. I usually put a little on my face, neck and/or chest and upper shoulders. I've heard inside wrists are a good place as well.

A couple of years ago I got a compliment from a woman in a store about my cologne. Loved the sentiment, but she was standing at least 10 feet away at the time so I decided to cut back on the dosage.

Haven't gotten any compliments from long range since, but a few in more-er- intimate situations...

For cologne, less is definitely more. At the most, I'll put 1/2 a spray on my neck/chest area, and another 1/2 on my wrist and rub them together. I always spray from almost arm's length, and then sort of walk into it (quite embarrassing, now that I'm envisioning it).
As far as the most effective places...I've heard it's where you can feel a pulse (eg wrist, neck)...but it kind of sounds like an old-wife's-tale....

i agree, less is more, it should not be noticeable that you have on a scent unless someone is up close and personal with you

neck, wrist, pecs are the main areas, spray it on your skin and not on your clothes

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Then what's the point? How many people a day are up close and personal with you? I'd say enough is is applied when you walk by someone, and they can tell you're wearing cologne or when you're normal conversation distance away (2-3 feet) and they can get a hint at your fragrance.

Agreed as to where to put it though. Too many people put it on their shirts.